Non-stop claims Australian box office top spot

StudioCanal’s Non-stop has claimed the Australian box office number one spot in its first weekend, making $1.869 million across 246 screens.

The Liam Neeson thriller, which tells the story of an air marshal springing into action during a transatlantic flight after receiving a series of text messages that put his fellow passengers at risk unless the airline transfers $150m into an off-shore account, beat out Aussie horror Wolf Creek 2 which was bumped into second place.

It made just over $1 million across 218 screens over the weekend, taking the film’s box office total to $3.242 million.

While Leonardo DiCaprio did miss out on Oscar glory at today’s Academy Awards, The Wolf of Wall Street continues to do well in Australian box offices, taking in nearly $900,000 across 228 screens taking the film’s total to more than $21m since launching in January.

The winner of the Academy Award for Best Picture was 12 Years A Slave which made just under $500,000 over 160 screens, taking the films taking to just over $5 million locally.

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CumminsRoss reveals first work for Betfair after winning pitch

Betfair Australia has appointed CumminsRoss as their creative agency following a competitive pitch with the first piece of work to air this week.

The new campaign ‘There’s winning and there’s winning’ promotes Autumn Racing and features a successful punter celebrating in two very different ways.

CumminsRoss managing director Chris Jeffares said: “We are delighted to be working with Betfair. They have a unique positioning in the market and ambitious plans, a bit like us. It was a fast and fun pitch, and the win is a great way to start 2014. Nothing beats a pitch as an induction, and the new guys in the agency did an awesome job and fully justified the faith we have placed in them.”

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Ads from the weekend: Lynx, Pepsi Max, Lee Cooper for Big W, Holden, RAC WA, Volvo

Unilever’s Super Bowl commercial for men’s personal care brand Axe ‘Make love not war’ has been rebadged for Lynx and has started to appear on Australian television screens to push the brand’s ‘Peace’ product.

The ad, created by BBH London, travels the world to various areas of conflict – the Middle East and North Korea – and depicts scenes poised to erupt in violence only to reveal a celebration of wives as soldiers put down their weapons and embrace their loved ones.

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The Australian editor Mitchell fires back at Minister Turnbull after News Corp jibes

Chris MitchellEditor-in-chief of The Australian Chris Mitchell has fired back at Communications Minister Malcolm Turnbull accusing him of courting the “enemies” of the Liberal Party by launching Morry Schwartz’s The Saturday Paper.

On Friday night Turnbull  gave a speech in which made several jokes at the expense of the national broadsheet The Australian, including mocking them by saying there was “nothing too small its terms of the deficiencies of the nation for them to focus on”.

Mitchell told Mumbrella this morning: “Malcolm can not resist seeking approval from his party’s enemies at events such as Friday night’s.” Read more »

Telstra promotes NRL Digital Pass with ‘glam rock music video’

Telstra has jumped on the musical ad bandwagon with its new campaign promoting the NRL Digital Pass from Telstra.

The campaign, from The Monkeys, consists of a “glam rock music video” which features current and past NRL players performing to an original song called ‘Straight In Your Eyes’, which is available for download from and iTunes.

Last month Foxtel launched its ‘Simply Obsessed’ spot for the NRL featuring a cover of Tina Turner’s ‘Simply the Best’.

Telstra’s director segment marketing Andy Bateman said: “Straight In Your Eyes is all about demonstrating in a bright, fun and engaging way the content, services and excitement of all that the NRL Digital Pass has to offer. We’re trying to connect with fans and show them what NRL Digital Pass can do.

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Arnold Furnace to flypost music posters to promote Jack Daniel’s

insitu_BRAND 2Arnold Furnace has created a new poster campaign highlighting the relationship between Jack Daniel’s and music.

To promote the brand’s various products, Arnold Furnace created music posters drawing on a different genres which are used to represent the different characteristics of the products and the audiences they’re aimed at.

The posters will continue with the format of music posters, with them to be flyposted around music festivals, in laneways and outside venues as opposed to using traditional poster sites.

Arnold Furnace ECD Tom Spicer said: “What started out as a tricky range brief has produced an iconic campaign that heroes JD’s genuine relationship with music. Jack is a brand built on authenticity so it’s particularly pleasing to see the poster element shunning the Adshel’s and being flyposted in all the ‘wrong places’, talking to real music fans.”

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MEC hires Jane Sullivan to head ‘different and optimistic’ Brisbane office


Jane Sullivan

Media agency MEC has appointed Jane Sullivan as managing partner of its new Brisbane office where she will be charged with leading the Domino’s Pizza account and building new business for the agency in the Queensland market.

MEC’s expansion into Brisbane was first revealed by Mumbrella in late November after the agency won the Domino’s Pizza account from sister agency Maxus.

“Obviously the new office is based on winning new business with Domino’s because they wanted a local agency contact,” CEO Peter Vogel told Mumbrella, this morning. Read more »

Oporto parodies drug cartels in new steak roll ad

Oporto has stepped out of its traditional ‘chicken shop’ positioning, launching a new steak roll product using what it describes as fresh, not frozen, meat.

To launch the new product Oporto’s creative agency Publicis Mojo introduced ‘The Carne Cartel’ – a Latin-American gang who “rule the red market with cojones of steel”.

Publicis Mojo ECD Grant Ratherford said: “The Carne Cartel are indeed as ruthless as Oporto is passionate in bringing steak to the menu. Steak people, not ‘meat’, not indistinguishable ‘meat like product’ and certainly not frozen ‘meat’. I hope people enjoy the Cartel story as much as we did making it, and of course, hoeing in the product post shoot.”

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Eleven to air branded web series Plonk

Comedy web series Plonk is set to gain a new audience as it premiers on Network Ten’s digital channel Eleven next week and on Qantas’ in-flight entertainment service.

The five part satirical wine show which is branded content for Destination NSW launched on YouTube last month and will be edited into three 30 minute episodes to air on TV from next Tuesday.

Qantas has also added the series to its in-flight entertainment services on domestic screens, with the airline set to showcase one episode each month until July.

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Schapelle Corby report halves Sunday Night audience, Ten’s dance show rises slightly

Seven’s controversial screening of Schapelle Corby’s first moments of freedom on Sunday Night saw ratings for the show nearly halve from last week as it was outrated by a cold case murder investigation and Bollywood special on Channel Nine’s 6o Minutes, preliminary overnight metro ratings from OzTam show.

The Corby interview in which the convicted drug smuggler spoke few words to reporter Mike Willesee was on in just the first section of Sunday Night delivered 1.086m for Seven. The screening of the footage comes after controversy as to whether the network paid up to $2m  for an exclusive interview with Schapelle following her release from prison last month which resulted in a police raid on the network’s Sydney offices.

Last week the show pulled in 1.9m viewers for an exclusive interview with the remaining members of INXS.

Meanwhile 60 Minutes averaged 1.208m for an investigation into the murder of two nurses who disappeared on their gap year in Queensland 40 years ago, and a feature on the Bollywood film industry.

The ratings come after Nine’s telemovie Schapelle had half the audience of Seven’s INXS drama on February 10.

Ten’s So You Think You Can Dance (SYTYCD) brought 408,000 metro viewers to Channel Ten, maintaining a 7.6 per cent audience share for Channel Ten, lifting only slightly on its record low of 6.4 per cent last week when SYTYCD averaged 378,000.

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Major TV networks combine for Freeview Plus HbbTV push

FreeviewPlus plus logoThe new FreeviewPlus HbbTV push will debut in May with all the free-to-air broadcasters signed up to the project which will allow viewers to watch catch-up programming through their television sets.

At the centre of the new offering will be a new electronic program guide which will allow viewers to watch shows which have already been on up to seven days ago if they have the FreeviewPlus box connected to broadband. HbbTV stands for hybrid broadcast broadband television.

The rollout, which is planned for May, will also be supported by a huge marketing campaign, as TV networks look to get customers using the technology in a bid to keep them watching shows on their platforms, as more viewers switch to digital streaming to access shows they have missed, or before they have aired in here.

Liz Ross, general manager of Freeview, said in a statement this morning:“FreeviewPlus is one of the most important advances in free-to-air television in Australia since the introduction of digital TV.

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Morning Update: Tina Fey to introduce new credit card; Snickers explains Godzilla’s anger; Samsung celebrates Paralympians

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdAge: American Expres Taps Tina Fey to Introduce New Credit Card

“You saw her at the Golden Globes and now you’ll see her at the Oscars too. Tina Fey will star in an American Express commercial during the broadcast tonight introducing the company’s new offering — the Everyday Credit Card. The card allows users to earn rewards on everyday purchases and 20% more reward points after every 20 transactions.”

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Turnbull: Ad-libbed ‘demented plutocrat’ jibe not aimed at Rupert Murdoch

Communications Minister Malcolm Turnbull has denied he was referring to News Corp chairman Rupert Murdoch when he referred to a “demented plutocrat” during his speech to launch The Saturday Paper.

During the speech on Friday night Turnbull repeatedly went off-script and made several jibes which appeared to be at the expense of News Corp’s flagship newspaper The Australian and Murdoch.

After lavishing praise on The Saturday Paper’s founder Morry Schwartz and his contribution to Australia’s “intellectual life”, Turnbull quipped: “You are not some demented plutocrat pouring more and more money into a loss making venture that is just going to peddle your opinions.”

However, in a blog posting on his website today Turnbull denied the line was intended for Murdoch, saying: “Given that earlier in my speech I had referred to William Randolph Hearst (immortalised by Orson Welles in Citizen Kane) I was surprised that some people have inferred I was referring to Rupert Murdoch.”

In a version of the speech posted on Turnbull’s website there is no reference to plutocrats, or subsequent jibes which appeared to be aimed at News Corp.

The comments came at the end of a week when Chris Mitchell, editor of News Corp’s The Australian, admitted it lost $30m last year.

Earlier in the speech Turnbull also mentioned The Australian’s recent financial struggles with its 65,000 digital subscribers not replacing lost print revenues, although he did not reference the $30m loss directly.

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V Energy the key to fighting zombies according to integrated campaign for FX

A can of energy drink V makes all the difference when fighting zombies according to this new ad for entertainment channel FX.

It is part of an integrated campaign for the channel which highlights the new positioning of the energy drink and debuted on FX in line with the return of Season 4 of The Walking Dead.

The campaign features a pair of mates escaping from a horde of zombies, or “walkers” as the show calls them, when one mate ditches the other in favour of his replica who happens to be drinking a can of V which makes him better equipped at holding off the horde of walkers banging on the door, and ends with the brand’s new tagline “the massive hit, that improves you a bit”.

A spokesman for V Energy said: “Over at V, we’re stoked to partner with Fox International Channels to launch the return of season 4 of the record breaking drama series The Walking Dead on FX. We’ve worked together to come up with a really funny extension to our new brand campaign which demonstrates that V is The Massive Hit That Improves You A Bit.

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Ten to screen just six V8 races live from 2015

Network Ten will show six of the V8 Supercars races live when it takes on the broadcast from Seven in 2015, opting for a highlights package on Sunday afternoon on the main channel at 4pm.

It was announced before Christmas Ten and Fox Sports had signed a record $241m deal with V8s for the rights, with Fox Sports to broadcast every test, practice and race live.

V8s had previously told Mumbrella there would be no drop in coverage on free-to-air TV, saying: “We can assure our fans that there will be more free to air and more pay television, so more content in total.”

Current rights holders Seven Network showing every race live on either the main channel or digital offshoots. There are 15 races in the calendar for the tour this season.
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Electoral Commission of SA recruit Black Sheep to encourage voting in March election

The Electoral Commission of South Australia is encouraging the state to vote on March 15 with a new campaign from Black Sheep which tracks the life of the pencils used to cast vote on polling day.

The campaign includes three commericals which track the pencils from being grown in a ‘pencil field’, encouraging people to enrol, to the pencils being prepared for polling day which explains how to fill in the ballot form.

The third ad focusses on the commission sending out easy vote cards to enrolled voters. All the commercials use the tagline ‘test the power of the pencil’.

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Mumbrella live blog: Friday, February 28

This is our live blog, a rolling diary of everything you need to keep up to speed with the world of media and marketing. Refresh the page for the latest updates.

Top stories

5.40pm – The Guardian has published an interesting piece of data journalism around the Manus Island riot timeline.

4.30pm – Charlotte Dawson has been remembered at a pub memorial this afternoon. Hundreds of friends, family and celebrities came together at the Beresford pub to remember the high profile former model who died on the weekend. 

4.01pm – Studio 10 has posted a YouTube clip of the fight between James Mathison and Jason Morrison (see 9.27am). You can watch the debate about the nature of Australia’s political discussion above.

Sat paper3.39pm – We’ve received a preview copy of Schwartz Media’s new Saturday Paper which launches tomorrow. The front cover is a story by Sophie Morris looking at the origins of Manus Island detention centre through the prism of the Rudd/Gillard leadership dispute.

3.25pm – Get Up! has ended up in a stoush with the ABC, who has been forced to take down ‘Protect our ABC’ billboards after copyright dispute. The story is here.  Read more »

Get Up! forced to take down ‘Protect our ABC’ billboards after copyright dispute with ABC

Get Up Protect our ABC outdoorPublic broadcaster the ABC has forced activist group Get Up! supporting the broadcaster to withdraw an outdoor advertising campaign targeting Prime Minister Tony Abbott and Communications minister Malcolm Turnbull due to a breach of copyright.

In January, Get Up! launched a publicly funded campaign with 12,500 people donating money for billboards on Bayswater Road, one of the main commuter links in the Turnbull’s electorate of Wentworth, and Military Road in Abbott’s electorate of Warringah.

However, after erecting the billboards the activist group was sent a legal letter by the ABC’s legal and business affairs unit which complains about the use of the the Bananas in Pyjamas and the ABC “Wave” logo.

“It is our understanding that various works incorporating images of the Bananas in Pyjamas and the ABC “Wave” logo have been made available on the GetUp! website, on social media, in leaflets andbumper stickers, and most prominently on billboards on New South Head Road, Rushcutters Bay, and also on Military Road, Mosman (the Works),” writes  Grant McAvaney, senior lawyer ABC Legal & Business Affairs. Read more »

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